1 Copyright © 2004 ACNielsen BASES a VNU company SCOOP Session Presentation to See Tomorrow, Today

1Copyright © 2004 ACNielsen BASES

a VNU company

SCOOP Session Presentation to

See Tomorrow, Today.


a VNU company

• Marketing Research IntroductionMarketing Research Introduction

• What Is BASES?What Is BASES?

• Introduction to the JobIntroduction to the Job

Presentation AgendaPresentation Agenda

Copyright © 2004 ACNielsen BASESa VNU company

Marketing Research Marketing Research IntroductionIntroduction


a VNU company

If Marketing is the “4 Ps”- Price

- Promotion

- Place

- Product

Then Marketing Research is the tool that quantifies the “4 Ps”.

Introduction to Marketing ResearchIntroduction to Marketing Research


a VNU company

Marketing Research is the tool that helps you:- Know your customers

Who they are (demographics) What is important to them (psychographics)

- Know the best positioning (concept) for your product- Know your product- Know the “optimal” advertising/marketing plan- Know the price that optimizes sales and profit- Know the best distribution channels- Know who is buying your product (and who is not)- Know who is aware of your product (and who is not)- Know how many units of product you are selling- Etc…



a VNU company

There are many different types of marketing research firms- Custom

Burke, Walker

- SpecialtyBASES fits in here

- Corporate Internal Research DepartmentP&G, SC Johnson, etc…



a VNU company

New Products vs. Established Product


Research Universefor Consumer Goods

New Products Established


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The issues confronting new products can be different from those for established products:


Possible Problems

New Products Established Products

Is the Concept Good?

Is the Product Good?

Will Sales Meet the Minimum Objective?

How has the market share changed over time?

What is the penetration relative to competition?

What marketing activities will give an “extra boost” to sales?

How many consumers are aware of my product?

How satisfied are consumers with my product?

Overlap


a VNU company

Introduction to Marketing ResearchIntroduction to Marketing ResearchNew Product Research

LAUNCH

LAUNCH

Idea Generation

Concept Creation

Concept Refinement

Product Development

Product Refinement

Go/ No Go

Focus Group

Focus Groups/ Concept Screening

Concept Testing

Blind Testing

Simulated Test Market

Test Market


a VNU company

Introduction to Marketing ResearchIntroduction to Marketing ResearchEstablished Product Research

Units Sold

Awareness Achieved

How is my Commercial Doing?

What Promotions work best?

When is it time to Improve?

LAUNCH

LAUNCH

Consumers Try and Repeat Product

Sales Tracking

Awareness Tracking

Copy Testing

Promotions Research

Restage Analysis

Secondary Data


a VNU company


VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc.

(IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World

Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc.

Source: Marketing News August 18, 2003

Top 20 Global Research Organizations


a VNU company


Top 20 Global Research Organizations

VNU Inc. IMS Health Inc. The Kantar Group TNS Information Resources Inc.

(IRI) GfK Group Ipsos Group SA NFO WorldGroup Inc. Westat Inc. NOP World

Synovate Arbitron Inc. Maritz Research Video Research Ltd. Opinion Research Corp. JD Power & Associates Harris Interactive Inc. The NPD Group Inc. INTAGE Inc. Dentsu Research Inc.

Source: Marketing News August 18, 2003

BASES is part of VNU, the largest marketing research organization globally.


What is BASES?What is BASES?


a VNU company

• Founded in 1975

• BASES, an operating unit of the VNU Corporation, is one of the world’s foremost marketing research and consulting firms.

• Headquarters in Cincinnati, Ohio

• Other Regional offices in: Chicago, IL

Westport, CT

Parsippany, NJ


a VNU company

is the worldwide leader in ...

Simulated Test Marketing

New Product Evaluation


a VNU company

offers services which combine ...offers services which combine ...

Consulting Data collection/reporting Proprietary market simulation models


a VNU company

… has the nation’s leading clientshas the nation’s leading clients


a VNU company

… … locates close to our clientslocates close to our clients


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...... is growing internationally is growing internationally

Europe, Middle East and AfricaEurope, Middle East and AfricaBrussels, Belgium, Oxford, England

Paris, France, Hamburg, Germany, Milan, Italy

Corporate OfficeCorporate OfficeCincinnati, Ohio

Latin AmericaLatin America Buenos Aires, Argentina

Mexico City, Mexico

Sao Paulo, Brazil

CanadaCanadaToronto

Asia PacificAsia PacificHong Kong S.A.R, China

Sydney Australia

Bangkok, Thailand

Tokyo, Japan


a VNU company

in the Market in the Market Research Research IndustryIndustry

...... is the global leader


a VNU company

BASES is the predominant Simulated Test Market supplier with 80% market share in the U.S. and 65% market share

globally.

BASES80%

All Others Combined

20%

BASES65%

All Others Combined

35%

ACNielsen ACNielsen BASES BASES

DomesticallyDomestically

ACNielsen ACNielsen BASES BASES

InternationallyInternationally


a VNU company

……and we’re growing!and we’re growing!

Revenue in Millions

0

20

40

60

80

100

120

140

1997 1998 1999 2000 2001 2002 2003


Working in Working in Marketing ResearchMarketing Research


a VNU company

Working in Marketing ResearchWorking in Marketing Research

There are typically two career paths:

Client Service

Project Direction Analytical

Study Design

Analysis of Data

Sales Forecasting

Report Writing

Presentation of Results

Consulting the Client

Questionnaire Development

Study Preparation for Field

Field Production Management

Data Tabulation Management

Focus during Recruitment


a VNU company


The typical Analytical career path (first 10 years):

~1 Year

~2 Years

~1-2 Years

~2 Years

~2-3 Years

Research Analyst

Senior ResearchAnalyst

Associate Manager

Account Manager

Account Director

Vice President


a VNU company

Working in Marketing ResearchWorking in Marketing ResearchTypical Education and Experience

Undergraduate Degree

Undergraduate Degree, 2-4 Yrs. Exp.Graduate Degree, 1-2 Yrs. Exp.

Undergraduate Degree, 1-2 Yrs. Exp.Graduate Degree, No Exp.

Undergraduate Degree, 4-7 Yrs. Exp.

Extensive Research & ManagementExperience (8-10 Yrs.)

>10 Yrs. In Research & Management

Research Analyst

Senior ResearchAnalyst

Associate Manager

Account Manager

Account Director

Vice President


a VNU company

Working in Marketing ResearchWorking in Marketing ResearchHow time is spent at BASES

ResearchAnalyst

SeniorResearchAnalyst

AssociateManager

AccountManager

AccountDirector

% Client ServiceTime

% Analytical/ProjectManagement Time


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Working in Marketing ResearchWorking in Marketing ResearchHow time is spent at other companies

ResearchAnalyst

SeniorResearchAnalyst

AssociateManager

AccountManager

AccountDirector

% Client ServiceTime

% Analytical/ProjectManagement Time


a VNU company

• Write Reports/Presentations

• Run Analyses

• Run Database Comparisons

• Forecast Sales

• Work Closely With Manager

• Learning On The Job

Research Analyst ProfileResearch Analyst Profile



a VNU company

• Write Proposals

• Run Analyses

• Run Database Comparisons

• Forecast Sales

• Write Reports/Presentations

• Answer General Client Questions

• Work Closely With Manager

Senior Research Analyst Profile Senior Research Analyst Profile



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Associate Manager Profile Associate Manager Profile

• Write Proposals• Design Studies• Write Reports/Presentations• Forecast Sales• Review Reports & Forecasts of Subordinates• Answer Detailed Client Questions• Make Presentations• Work Fairly Independently



a VNU company

Account Manager/Director ProfileAccount Manager/Director Profile


• Write Proposals• Design Studies• Review Reports & Forecasts of Subordinates• Forecast Sales• Answer Detailed Client Questions• Make Presentations• Work Very Independently• Manage An Account Group


a VNU company


ACNielsen BASES looks for Research Analyst candidates with high quality:

• Oral/written skills

• Interpersonal skills

• Analytical/statistical skills

• Academic standing

Marketing Research Analyst’s Profile Marketing Research Analyst’s Profile


a VNU company


Our success is a result of the company’s culture and values:

• Client focused

• Integrity and honesty

• Commitment to learning and R&D

• Always doing what is right:

- For our clients

- For our employees

- For our community

Why choose BASES? Why choose BASES?


a VNU company

BASES IU Campus DatesBASES IU Campus Dates

Marketing Career Fair

September 20, 2004

Info Night Before Interviews

November 10, 2004

On-Campus Interviews

November 11, 2004


a VNU company

Questions?Questions?

Documents

1 Copyright © 2004 ACNielsen BASES a VNU company SCOOP Session Presentation to See Tomorrow, Today